Blog
Our Top 10 Blog Posts of 2025: What You Wanted to Read (And What That Tells Us)
Every year I like to look back at what content resonated most with our readers. It's part curiosity, part strategy, and part keeping ourselves honest about what actually matters to the people we're trying to help.
23 Years In: What I Wish I’d Known on Day One
After 23 years running a business, here are the lessons I wish I'd known from day one—on breaks, processes, challenging big players, and finding your people.
How a Brain Science Book Changed the Way I Write Google Ads
Discover why most Google Ads fail to capture attention. Learn the neuroscience behind the 60/40 emotion-logic rule and why loss aversion makes your ads 2x more powerful.
The Gap Nobody Talks About: Why AI Can Only Be As Smart As What We Write Down
AI can only learn from documented knowledge. Discover why tribal knowledge stays hidden in your business and how capturing it creates competitive advantage through smarter systems.
Why ChatGPT Isn’t Killing Google (Yet) – What $20 Billion in Sales Data Actually Reveals
New research analysing 973 e-commerce sites reveals ChatGPT traffic converts worse than Google. What NZ business owners need to know about AI search and where to invest your marketing budget
The Spring Rush is Real: Why Your Home-Focused Business Needs to Shift Gears Right Now
Spring taps into a fundamental shift in how Kiwis think about their homes. After months of hunkering down through winter, there's this collective psychological pivot toward getting ready for the social summer season
How 700 Million People Are Actually Using ChatGPT: New Research Reveals Marketing Opportunities
Something remarkable is happening with AI companies – they're sharing detailed research about how their products are being used, giving us unprecedented insights into user behaviour.
Your Google Business Profile: The Second Website You Didn’t Know You Had
Your Google Business Profile is either working for you or against you—there's no neutral ground in local search. Every day you treat it as just a listing rather than a lead generation tool is a day your competitors might be pulling ahead.
Show, Don’t Just Tell: The Visual Advantage Your Competitors Are Missing
Your competitors are saying the same things you are. Quality craftsmanship. Attention to detail. Superior service. Expert knowledge.
When Your Message Drives Your Product: The AMP Annealing Story
In the world of precision rifle shooting, accuracy isn't just important—it's everything.
Teaching Machines to Understand Meaning: And How This Can Help Your Website’s SEO
Today, we're pulling back the curtain on a powerful technology we use to solve this issue – vector embeddings.
From Hidden Asset to Competitive Edge: How Elite Insulation Found Their David vs Goliath Strategy
Elite Insulation's transformation started with a simple conversation—a Marketing Message Audit that revealed the competitive advantage hiding in plain sight.
When Your Message Sounds Like Everyone Else’s: The Hidden Cost of Generic Differentiation
Every business owner knows the sinking feeling: You've filled whiteboards, held countless meetings, analyzed competitors
The $8,000 Hour: How AI Flipped the Value of Human Work
In the age of AI, 80% of what we do professionally is now worth $20 an hour, while 20% is worth $8,000 an hour.
Why AI Makes Your Marketing Message Matter More Than Ever
You've invested in the latest AI marketing tools. Your campaigns are automated, your copy is optimized, and yet... your competitors using the same tools are getting better results.
AI Isn’t Software – And That’s The Problem
AI can feel like magic, but it's really maths that even the magicians don't fully read yet.